You’ve probably heard a lot of rumours and myths about how often you need to post on social media to guarantee results.

But there’s more to publishing frequency than how often you post. It’s about consistency and value. If you’re posting daily, but your audience doesn’t find your content inspiring, then they won’t engage with or follow your accounts.

Ask customers what type of content they enjoy using surveys and polls. This gives insight into what topics interest them and, more importantly, what doesn’t.

Look at analytics data to see what types of content perform best. Are people clicking on images? Videos? Links? Text only? What kind of content gets shared the most? How many likes does each piece receive? Which pieces generate the highest engagement?

Study each platform to see what types of content perform best on each.

Look at competitor activity to see what types of posts they share. Do they focus on product launches? Customer service updates? Sales promotions?

By looking at what people like, share and comment on, you can find out what resonates with your customers. Of course, this will alter, and you’ll have to change direction with it. What memes are they sharing? Are short-form videos beating longer content? Is informatic content trending?

Align your messaging with what entertains, educates, moves and stimulates. This way you meet your customers’ preferences while infusing your brand values into the content.


Don’t be a selfish social media sharer by only sharing your content. If you haven’t already, start subscribing to industry publications so you can get valuable content sent straight to your inbox. If something really resonates with you or your audience will find it valuable, then share it out on your social channels.

When doing this, it’s important to tag the publication source and the author of the content. This will ping them and let them know that they have an advocate out there that enjoys what they’re putting out. It could also lead to reciprocated advocacy, which can get your brand out there to more people.